Preparing Your Post-Pandemic Marketing Strategy, Part II

Leveraging New Opportunities Pushed Forward by the Coronavirus

// By Dan Dunlop and Jared Johnson //

In Part I of this two-article series, we discussed a phased approach to marketing during the peak of the crisis and a plan for coming out of it. Here, we’ll talk about some of the new opportunities that are emerging during a time of social distancing, as well as some tips for keeping new types of content coordinated within existing channels. We’ll also talk about the strong connections hospital and health systems are building within their communities and new opportunities created by this shift.

Of all the communications tools relied upon during the pandemic, video content has emerged as one of the most powerful. Prior to the COVID-19 crisis, video was already on its way to becoming a leading element of content marketing programs for hospitals and health systems. But the pandemic has exposed new audiences to video communications both in the form of live video conferences (Zoom) and recorded video content.

The communities we serve will emerge from this crisis with a greater comfort level for online video, making it a more attractive option. While social distancing, people across the U.S. have been attending Pilates and yoga classes on video, Zoom calls with family members, and online courses.

They have also been exposed to less highly produced videos shot on mobile devices. Video clips shot on smartphones have even made their way into national television commercials for major corporations. Since this has happened in the context of the pandemic, it remains to be seen how it will impact the public’s appetite for more highly produced video content. But it certainly opens the door to more exploration of video shot on smartphones.

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